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master's thesis
Humor i oglašavanje - kako ciljane javnosti čitaju humoristična vizualna rješenja jumbo plakata?
2023. urn:nbn:hr:224:423211
Marenić, Ivona
Catholic University of Croatia
Department of Communication Sciences

Cite this document

Marenić, I. (2023). Humor i oglašavanje - kako ciljane javnosti čitaju humoristična vizualna rješenja jumbo plakata? (Master's thesis). Zagreb: Catholic University of Croatia. Retrieved from https://urn.nsk.hr/urn:nbn:hr:224:423211

Marenić, Ivona. "Humor i oglašavanje - kako ciljane javnosti čitaju humoristična vizualna rješenja jumbo plakata?." Master's thesis, Catholic University of Croatia, 2023. https://urn.nsk.hr/urn:nbn:hr:224:423211

Marenić, Ivona. "Humor i oglašavanje - kako ciljane javnosti čitaju humoristična vizualna rješenja jumbo plakata?." Master's thesis, Catholic University of Croatia, 2023. https://urn.nsk.hr/urn:nbn:hr:224:423211

Marenić, I. (2023). 'Humor i oglašavanje - kako ciljane javnosti čitaju humoristična vizualna rješenja jumbo plakata?', Master's thesis, Catholic University of Croatia, accessed 06 December 2024, https://urn.nsk.hr/urn:nbn:hr:224:423211

Marenić I. Humor i oglašavanje - kako ciljane javnosti čitaju humoristična vizualna rješenja jumbo plakata? [Master's thesis]. Zagreb: Catholic University of Croatia; 2023 [cited 2024 December 06] Available at: https://urn.nsk.hr/urn:nbn:hr:224:423211

I. Marenić, "Humor i oglašavanje - kako ciljane javnosti čitaju humoristična vizualna rješenja jumbo plakata?", Master's thesis, Catholic University of Croatia, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:224:423211

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Metadata
TitleHumor i oglašavanje - kako ciljane javnosti čitaju humoristična vizualna rješenja jumbo plakata?
Title (english)Humor and Advertising – How do Target Audiences Read Humorous Visual Solutions of Billboards?
AuthorIvona Marenić
MentorKrešimir Dabo (mentor)
Committee memberLana Ciboci Perša (predsjednik povjerenstva)
Committee memberMarijana Togonal (član povjerenstva)
Committee memberKrešimir Dabo (član povjerenstva)
GranterCatholic University of Croatia
(Department of Communication Sciences)
Zagreb
Defense date and country2023-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Humor je oblik komunikacije sa svrhom nasmijavanja ljudi i buđenja pozitivnih emocija, a u ovome radu cilj je bio istražiti percepciju javnosti na humoristična vizualna rješenja jumbo plakata te analizirati utječe li uporaba humora kao alata u oglašavanju putem jumbo plakata na namjeru kupnje oglašenog proizvoda/usluge te utječe li na podizanje svjesnosti o brendu i oglašenom proizvodu. Odabrana metoda istraživanja je anketa, a provela se online anketnim upitnikom koji je omogućio brzo i jednostavno prikupljanje relevantnog broja ispitanika potrebnog za provedbu istraživačkog procesa. Širok i heterogen broj ispitanika predočuje uvid u mišljenja različitih pripadnika populacije s obzirom da su svi oni izloženi oglašivačkom (humorističnom) apelu koje tematizira ovo istraživanje. Dobiveni rezultati ukazuju na pozitivan učinak korištenja humora u oglašavanju putem jumbo plakata te na podizanje vidljivosti, pamćenje oglašenog proizvoda i generalnu percepciju o korištenju humora u oglašavanju.
Abstract (english)
Humor is a form of communication with the purpose of making people laugh and awakening positive emotions, and in this paper the goal was to investigate the public's perception of humorous visual solutions of billboards and to analyze the use of humor as a tool in billboard advertising on the intention to purchase the advertised product/service and to influence it or to raise awareness of the brand and the advertised product. The chosen method is an online questionnaire, which enabled quick and easy collection of the relevant number of respondents needed for the implementation of the research process. A wide and heterogeneous number of respondents predicts an insight into the opinions of different members of the population, given that they are all exposed to the advertising (humorous) appeal that is the subject of this research. The obtained results indicate a positive effect of the use of humor in advertising through billboards and raising visibility, memory of the advertised product and general perception of the use of humor in advertising.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:224:423211
Study programmeTitle: Department of Communication Sciences
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-10-06 12:49:39